Micro influencers are the future

Who are they and why brands should have to engage with them?

This post is also available in: Italian

We all know who are bloggers and influencers and what they do, we also know that is it possibile to make money with a blog or a social channel.

It is also known that there is a proportional relationship between the number of followers and the cost of a sponsored post : the higher the number of followers that an influencer has, the higher the pay request. But nevertheless it has recently turned out that there is also a correlation between the number of followers and engagement (measured in likes, comments and shares), however in the opposite direction.

In fact with the growing number of followers the engagement decrease. According to a survey of 2 million social media posts made by Markerly (the influencer marketing firm) a post of who has fewer than 1,000 followers have a like rate of about 8 percent, while those with 1,000 to 10,000 followers have a like rate of 4 percent, influencers with 10,000 to 100,000 followers see a 2.4 percent like rate, compared to 1.7 percent for those with 1 million to 10 million followers and more.

According to Sarah Ware, CEO of Markedly,a campaign for a weight-loss tea company on Instagram using the Jenner and Kardashian sisters helped bring hundreds of conversions, but by activating 30 to 40 micro influencers, the brand was able to convert at an even higher level.

Who are the micro influencers?

They are bloggers and influencers with a number of followers from 5k to 100k and that are more effective because they can achieve a high level of engagement. The followers of these micro influencers are surely interested in their content and don’t follow them just because they are famous.  If we think about it, we follow a lot of people just because they have a very high number of followers, but how many of their contents we are really interested in? That’s is why micro influncer with their limited but consistent number of followers create a much more interesting niche

Why brands should have to engage with micro influencers?

With a smaller number of followers, the price for a sponsored post on their blog or Instagram is certainly cheaper so there is the advantage of lower costs, also the followers are much more involved, they interact more and thus the conversion is much higher than who has millions of followers. So what matters is not the number of followers but the likes, comments and shares that an influencer can achieve.

A recent survey of 2,500 micro-influencers by Bloglovin shows that blog and Instagram are the favorite platforms of micro influencers and below you can find the prices for their collaborations

micro influencer

 

micro influencer

 

With the cost of 1 mega influencer the brand could engage with 20-30 micro influencers and achieve better results

micro influencer

What do you think about? Leave me your comments below 🙂

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